The Christmas ads of Cadbury and Asda have been crowned the most effective festive TV spots of 2022 by two of the UK’s leading effectiveness research firms.
While Asda’s ‘Have Your Elf a Merry Christmas’ tops System1’s rankings on its potential to drive brand impact, Kantar’s research has pulled out Cadbury’s ‘Secret Santa’ as the ad most likely to prove effective in the long-term The Cadbury ad marks the return of its Secret Santa Postal Service for its fifth consecutive year, leading a campaign to give away 120,000 bars of chocolate over the six weeks to Christmas Eve.
Created with agency VCCP London, the 30-second spot introduces viewers to the Cadbury postman as he packages the chocolate up and explains how they can secretly send a bar to a friend or family member.
Based on feedback from over 3,750 consumers, as well as facial recognition technology to assess people’s emotional responses to each Christmas ad this year, Cadbury’s stands out as a “brilliant all around performer”, Kantar’s head of creative excellence Lynne Deason tells Marketing Week.
